As a small business person you may have started because you are passionate or a have a skill that you wanted to turn into cash flow. Often this means you are more comfortable talking about the work than the business (the money.) Lifehacker has a good article that is targeted to freelancers but there are also lessons for small businesses of all types.
I recognize that most people like staying in their comfort zone. I am no different but you have to earn a living so have a read and take baby steps. A little win will build on itself and this can help you to build better cash flow.